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Safety concerns and a festive season in risk? Findings from the fourth wave of the Covid-19 participation monitor

As audience concern about increasing Covid cases grows, what does this mean for the festive season? Despite an uptick in people’s general wellbeing and life satisfaction, latest findings show a growing concern amongst audiences about falling ill, and an expectation of further lockdowns, resulting in high numbers of people either not comfortable or not interested ... Read more


Published: 2021 | Resource type: Research

Two musicians sit talking in front of a large screen

The importance of a personalised message with cultural relevance. #ADA

Richard Loftus, Head of Sales and Marketing with Town Hall Symphony Hall explains how their use of personalised messages with cultural relevance galvanised their aim to reach diverse audiences.


Published: 2021 | Resource type: Webinars and films

Visitor in mask looking at manuscript in the British Library

Wellbeing through Covid: a deep dive from our Covid-19 Participation Monitor

Which audiences have felt the impact on their wellbeing the hardest? And which arts, culture or heritage activities had the most positive impact on people’s wellbeing?  Following our initial findings from the third wave of The Audience Agency’s Cultural Participation Monitor that we published recently, we now have a deep dive into the specific impacts ... Read more


Published: 2021 | Resource type: Research

Beyond likes and retweets: capturing engagement with arts and culture on social media during the pandemic

Using hashtags #CultureInQuarantine and #MuseumAtHome, this article explores how cultural organisations and audiences, freshly locked down at home in early 2020, were finding new ways to engage and interact with each other.


Published: 2021 | Resource type: Research

Reaching digitally excluded audiences

Millions of people in the UK are digitally excluded for a range of reasons, at a time when there is more focus on digital and digital delivery of services than ever before. In this Digital Heritage Lab webinar recording, Christina Lister takes a closer look at what we mean by digitally excluded audiences, why and in ... Read more


Published: 2021 | Resource type: Webinars and films

Wellbeing and willingness to return: findings from the third wave of the Covid-19 participation monitor

What is the impact on the nation’s wellbeing, and when will audiences be returning?  Despite the vaccine rollout, there remains a hesitancy to return amongst audiences, with a continuing sense of risk to health and only slow rises in cultural engagement. In first findings from the third wave of the Cultural Participation Monitor, The Audience ... Read more


Published: 2021 | Resource type: Research

Inequality through Covid: findings from the second wave of the Covid-19 participation monitor

Is Covid-19 further exacerbating existing inequalities in cultural engagement?  By now, we know all too well that the pandemic has impacted everyone negatively, but this latest report from The Audience Agency focuses specifically on the inequality of those impacts, asking who is more negatively impacted and looking at how that relates to or exacerbates previously existing ... Read more


Published: 2021 | Resource type: Research

Willingness to attend: findings from the Covid-19 participation monitor

Which audiences are ready to return?  This report from The Audience Agency shares findings from a nationwide survey, the Cultural Participation Monitor. It is part of a wider national research programme that is building a robust and in-depth picture of the impacts of Covid-19 on the UK’s cultural sector.


Published: 2021 | Resource type: Research

Segmentation: introducing Culture Segments

Culture Segments is a powerful psychographic segmentation tool developed by Morris Hargreaves McIntyre. It helps you better understand and engage with your attenders and non-attenders. It fuels the engagement strategies of hundreds of performing arts venues, zoos, galleries, museums and heritage organisations worldwide.


Published: 2021 | Resource type: Guide/tools

Digital engagement: findings from the Covid-19 participation monitor

How are the public engaging in digital creative and cultural activities during the pandemic?


Published: 2021 | Resource type: Research

Covid-19 Cultural Participation Monitor: December 2020

This report from The Audience Agency shares findings from a nationwide survey on the public’s views about participating in creative and cultural activities through the pandemic. It is part of a wider national research programme that is building a robust and in-depth picture of the impacts of Covid-19 on the UK’s cultural sector.


Published: 2020 | Resource type: Research

Members of an audience standing and looking forward

My essential reads: understanding audiences

When we think about audience research, are we hoping to engage people who are new to the arts, deepen the experience of those who already attend, or demonstrate the cultural value of live arts events? Stephanie Pitts shares four recommended reads to help deepen your understanding of audiences, audience engagement and audience research. Read the ... Read more


Published: 2020 | Resource type: Essential reads

Impactful Insights – a data-driven approach to audience development

A straightforward guide from Creative Scene that shares insights about the value of using data to better understand and engage audiences.


Published: 2020 | Resource type: Case studies

The DNA of Brand – Shakespeare’s Globe

Successful brands articulate a clear promise and deliver on that promise through every gesture, each and every time someone comes into contact. A successful brand can never be ‘landed’ from above. Organisation-wide consultation and creative discussion is essential. Morris Hargreaves McIntyre take us through their work on the re-brand of Shakespeare’s Globe.


Published: 2019 | Resource type: article

Image of Scythians

Marketing the unknown: a case study on the campaign for the BP exhibition Scythians: warriors of ancient Siberia at the British Museum

How do you get people to engage with something that they have never heard about? Ella Lewis-Collins, Senior Marketing Manager: Campaigns, British Museum takes us through the campaign for the BP exhibition Scythians: warriors of ancient Siberia including key takeaways on what to do to attract audiences to unfamiliar work.


Published: 2018 | Resource type: Case studies

Shakespeare’s Globe – the journey towards a CRM strategy

Follow the journey of Shakespeare’s Globe as they put in place a comprehensive CRM strategy. This in-depth article gives you useful pointers to powering up CRM within your organisation (whatever its size) and a framework that you can use for your own projects to make a business case for change.


Published: 2018 | Resource type: article

Open Up Museums

Open Up is a new resource that can help you think about how to make your museum relevant to people who don’t currently visit and take action that will increase your visitor numbers, improve your resilience and better fulfil your organisation’s purpose.


Published: 2018 | Resource type: Research

Wearing New Shoes

Read the next in the series of AMA CultureHive articles. Lisa Baxter, Director of The Experience Business explains the value of customer journey mapping. What would you discover if you played the role of a new visitor to your venue? Originally published on Arts Professional.


Published: 2018 | Resource type: article

Rows of brown seats with one read seat in the middle. A teddy bear holding a red balloon sits on the red seat

How to… develop audience personas

This guide and template created by Thrive will help you identify your ideal audiences.


Published: 2018 | Resource type: Guide/tools

Bare necessities: segmentation made simple

Jenny Scudamore, from Baker Richards, explores ways to maximise engagement and income in her new guide ‘segmentation made simple’.


Published: 2018 | Resource type: article